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Estrella Damm DAURA coming to USA via U.S. Beverage

Posted on October 18, 2010 at 3:00 pm by Adam Nason

Award-winning Gluten-Free Beer First with “Real Beer” Taste

(Stamford, CT) — Just in time for National Celiac Awareness Month (October), United States Beverage, LLC (USB) has brought Estrella Damm DAURA, a new imported, gluten-free beer to major US markets. DAURA is produced in Barcelona by the Estrella Damm Brewery, one of the largest breweries in Spain.

DAURA, which was launched in Spain in 2006 and is now available in 12 countries worldwide, is the first of its kind within the gluten-free beer category. Unlike other gluten-free options, which use sorghum as a substitute for wheat or grain, DAURA uses barley-malt to provide the “real beer taste.” A proprietary brewing process strips the gluten protein from the barely malt, leaving only the “real beer” taste. Because the gluten protein has been stripped away, DAURA’s gluten content level is less than 6 parts per million (ppm), far below the 20 ppm required for gluten free products, according to the Codex Alimentarious, the international food and drinks standard set by the World Health Organization and the United Nations Food and Agriculture Organization.

DAURA is the result of a four-year investigative research project between the Estrella Damm brew masters, the Gluten Unit of the Centre of Research of the Spanish Ministry of Education and Science and various celiac associations.

“DAURA is a light, smooth and refreshing lager beer, which has been embraced by global beer lovers whether gluten intolerant or not,” said Justin Fisch, Marketing Director, US Beverage LLC. “And, early results in the US show that the brand has tremendous appeal and will continue its award-winning ways.”

DAURA is a two-time winner (2008 and 2009) of the “Best Gluten-Free Beer” at the annual World Beer Awards.

Celiac’s Disease (CD) is an allergy to the gluten protein, which is commonly found in wheat and other grain products (pasta, bread, pizza). More than 3.2 million people in the US are officially diagnosed with CD. And studies indicate that as many as 1 in 133 Americans have a form of CD. There is no cure, only avoidance and dietary changes.

“Until recently, adults living with Celiac’s Disease could only dream of having a gluten-free option that tastes like a real beer,” said Fisch. “Gluten free options were few and sadly lacking in real beer taste. The entrance of DAURA to the US market changes that!”

DAURA (5.4% ABV) is available at select on-premise accounts and in 4-packs (suggested retail price $7.99) in national off-premise accounts such as Whole Foods, Publix, Harris Teeter, Total Wine & Spirits and BevMo.

About Estrella Damm Brewery
Damm is nowadays one of the biggest beverage companies in Spain. The company has seven beverage production and bottling plants across the country.

In line with the diversification strategy initiated a few years ago, the Group bases its activity around three main areas: Drinks, Finance, and Logistics and New Economics. Beer accounts for the largest proportion of the group’s business. This structure gives Damm, more than 130 years after its birth, a successful combination of modern and traditional values.

In 2004, in its pursuit of sustained growth and consolidation in the market, the Damm Group agreed on a strategic plan for 2004-2010. The plan comprised industrial investments of 241 million euros, the fundamental objective of which were to enhance and streamline the production capacity and develop the logistics installations.

Execution of this plan has enabled the company to double the production capacity of the factory at El Prat de Llobregat in Barcelona to 5 million hectolitres and turn it into one of the most modern plants in Europe. Similarly, the company has comprehensively invested in creating a large logistics centre of over 228,000 sq m at the ZAL industrial park, which is adjacent to the factory at El Prat de Llobregat.

With this strategic plan, the company aims to bring Estrella Damm, “The Beer of Barcelona” to markets around the world. This strategy is succeeding and Estrella Damm is now available in many bars and restaurants in several different countries; among which include relevant markets such as the UK, USA, Australia, Sweden, Norway, Italy and Germany

About US Beverage
United States Beverage (USB) is a premium imported /craft beer sales and marketing company located in Stamford, Connecticut. USB provides a national distribution network for a portfolio of premium brands including: Murphy’s Stout and Red Ale from Ireland, Tiger Beer from Singapore, The Grupo Damm portfolio of brands from Barcelona, Spain: Estrella Damm Lager, INEDIT, and DAURA, Tona Cerveza from Nicaragua, Kalik from the Bahamas, Brasseurs de Gayant from France and Spanish Peaks Brewing Co.’s Black Dog Ale portfolio of craft styles.

Good article and Estrella Damm Daura IS a very tasty gluten free Lager brew. However I wanted to offer Mr. Nason and his readers a few changes on a couple of points in his story here. #1 Estrella’s proprietary, unique brewing process which DOES “strip” away or boil out almost all of the gluten in their barley malt for Daura, is actually reduced to 3PPM not 6PPM according to the best information I can find. #2. Celiac Disease is NOT an allergy to wheat. It is a gluten INTOLERANCE which is different from an allergy. In simple, non-clinical or medical terms – persons with CD have an intestinal/digestive disorder which does not allow the small bowel and stomach to process gluten-containing proteins. A wheat allergy is entirely different but depending on the severity and sensitivity of a person’s CD, some symptoms can mimick an allergic or anaphylactic reaction to consuming gluten-containing ingredients from their food/drinks. Just a little FYI and friendly correction. But the rest of the story on Estrella Damm Daura was very good and pretty accurate, THANKS!